The seven cardinal sins in UX – How not to mess up your financial project?

Rung András’s presentation at the E-banking summit on the 11th of October 2017.
Find below the excerpt of the presentation.

You can also download the presentation here.

WE ARE NOT YET IN THE PROMISED LAND

  • Only buzzwords
  • Lack of integration
  • No strategy

 

1. PRIDE

  • The risks of partial knowledge
  • It is not the ignorant who measures
  • International trends are ignored
  • Own experiences are overvalued

 

HOW TO BE HUMBLE?

  • Ongoing training
  • Design studio és lego serious play
  • Early research with a UX approach
  • Extended collection of best practices
  • Early involvement of developers

 
2. GLUTTONY

  • Too much focus on sales
  • Accumulation of autotelic functions
  • Low budget in the light of ambitions
  • Bad timing

 

HOW TO BE MODERATE?

  • Context-sensitive sales
  • Functions based on mental models
  • Involvement of the entire team in estimating the time required for the project
  • Knowledge of the time requirement of UX processes

 

3. LUST

  • Inconsistency
  • Methodological inconsistency
  • Development based on baroque specifications

 

HOW TO BE SUBDED?

  • Regular reviews
  • Elaborated and flexible methodology
  • Elimination of ad-hoc changes
  • Use of style guides

 

4. ENVY

  • Competitive intelligence instead of own development
  • Unrealistic, desire-based deadlines and KPIs
  • Fear of innovation

 

HOW TO PRACTICE ACCEPTANCE?

  • Observe users
  • Experience-based design
  • Explorative methodology

 

5. WRATH

  • Fragmented set of experiences
  • Focus on new customers only
  • Long-term use is ignored
  • Hectic workflow

 

HOW TO PREVENT WRATH?

  • Service design approach
  • Diary-based research
  • Research-based personas
  • Creative environment

 

6. GREED

  • There is no testing and research after launch
  • Disproportionate teams
  • Mistrust of new methodologies
  • Internal systems without design
  • In-house team with poor expertise

 

HOW TO BE EFFICIENT?

  • Possible methodologies based on profit
  • Small-scale experimenting
  • Consciously building an internal team

 

6. SLOTH

  • Working from specifications
  • Waiting for miracles
  • Weak senior management support

 

HOW TO DO OUR JOB RIGHT?

  • Prepare specifications in parallel with design
  • Lean UX approach
  • Proper involvement of senior management

 

WHEN WILL WE GET TO THE PROMISED LAND?

  • Integrated UX approach
  • Strong dedicated team
  • Flexible and broad repertoire
  • Research-led design

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